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Interactive and Digital Marketing > Module 10 Videos > Flashcards

Module 10 Videos Flashcards

1
Q

Twitter

A

Microblog initially 140 characters –has now doubled…..talk of allowing more characters per tweet

  • Stagnant growth past few years, approx. 330 Million MAU
  • Interactive culture of “following” and engagement: great for contests, events & promotions
  • Many influencers in politics, sports, technology and business use Twitter
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2
Q

Proven Uses for Twitter in Marketing/Sales

A

Already discussed user name- handle (@ibm), hashtags #.

RT is a re-tweet –when you share with your followers something someone else tweeted

Quickly Gain Insight: audience is quick to tell companies if they like an idea or not. Virtual focus group

Live Tweet events like a sale/celebrity visit using a specially created event hashtag #TED22

Alert your followers to promotions, clearance sales, giveaways or news announcements

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3
Q

Twitter ad objectives and targeting

A

Tailored audiences— targeting using your own contact lists, usernames, visitors to web or mobile app who then go to Twitter

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4
Q

Google+: Reasons for Failure

A

One would have to have inside knowledge from Google but probably a combination of factors

No major differentiating feature vs. Facebook- weak positioning

Lack of focus, no upper management buy-in and few resources compared to other ventures

Late entrant-never caught up…Metcalfe’s Law basically says the value of a network grows the more people connected to your network (e.g., every time you double the number of active users on your network, you quadruple the networks value)

Late to make it mobile centered

Some Google properties just not well designed and often aside from technical talent poor managerial, usability and product mgt. talent e.g., the 2016-18 redesign of Google

Ads was very poorly done

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5
Q

Google Business account

A

Google Business account

Google Business is not for social media purposes like posts–that was done in Google+, this is more of a directory and with SEO benefits

Create account at Google.com/business

Use important keywords in your profile description

Enter hours, location and encourage reviews

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6
Q

LinkedIn

Showcase your expertise by being in the Expert section and an active member of groups or create your own group

A

• 500+ million users (100M in the US); 250M MAU’s
globally
• Professional networking- stronger for B2B
• Recommendationsand endorsements
• Gain and impart knowledge
• Used a lot in B2B for “Social selling” (not ecommerce)
• Company page, Groups and Self service ads

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7
Q

Blog

A

CMS where entries (blog posts) are typically displayed in reverse chronological order -allows for comments on blog posts

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8
Q

A typical blog features

A

text, images, and links to other blogs and Web sites related to the topic of the blog

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9
Q

The power of blogs:

A

– Especially strong for B2B and B2C where strong consideration/involvement
– Target Influencers & showcase expertise
– Best social media platform for SEO especially if integrated into your main domain page vs. a stand-alone separate website

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10
Q

Podcasts

A

A digital audio that can be played online or downloaded from the Internet

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11
Q

__ people in the US listen to podcasts monthly & __ on a weekly basis

A

67M

42M

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12
Q

Podcasts have __ growth, but…

A

stagnant

a group of hardcore users, those who listen weekly subscribe on average to 6 podcasts; 2/3 listened to it on a mobile device

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13
Q

Benefits of Podcasting

A

Another content format option but which has its own unique traits

Great for educational, motivational, interviews or seminars–people can listen to while driving, exercising, etc.

Aside from the topic and voice-the format length is key-experiment with 10 vs. 15 vs. 30-minute podcasts

Can be used in B2C and B2B, no need to pay ad rates

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14
Q

Technical aspects of Podcasting

A

You can put the audio file on your website but it’s usually a huge file (e.g. 500 MBs)

Best to use a podcast host and have an embedded url on your site, audio can be played from your website but the audio file is actually with a podcast host to avoid slow page loads, monthly charges ~$5-20month

Voice is everything, invest in high quality mic and headphones- research them

Can be put on I-Tunes but not hosted it’s a directory which is important as key discovery place

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15
Q

Podcast analytics

A

Provided by most podcast hosts even by directories (iTunes)

  • Which podcasts are trending
  • Location of your listeners
  • Day & time listened
  • What portions users play over and over
  • What they skipped
  • When they paused or stopped
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16
Q

What is Social TV?

A

“ … when watching TV people share (primarily on Twitter, Instagram & Facebook) their thoughts & opinions about what they’re viewing and if a device or app to “check-in” to shows

  • Some companies are trying to leverage this behavior by offering remotes with social connectivity or have created a downloadable app
  • So far not much traction-string of failures such as GetGlue-users will just do directly on social app (e.g., Facebook)
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17
Q

Four Things Social TV can do:

A

Increase ratings (a little) ↑ buzz leads to ↑ ratings (especially for pilots and finales)

Make TV interactive–Trivia, polls, reactions

Engage consumers beyond the broadcast window

Provide new ‘hooks’ for marketers–Display in-scene product info

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18
Q

70%+ of TV’s sold are

A

Smart TV’s- internet connection-ioT

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19
Q

“Addressable” TV

A

automated content recognition (ACR)-an opt-in identification technology embedded in smart TVs that allows content to be recognized by video, audio, or watermark cues and matched back to a source database for reference and verification.

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20
Q

ACR can know what content is being watched, even if by

A

DVR or digital app and if delivered by antenna, set-top or streaming

21
Q

Smart TV mfgs work with ACR vendors (Inscape and iSpot) to

A

create attribution ratings to help advertisers understand impact TV ads have on online activity (e.g., social, search, websites)-amplification

22
Q

With IP address of those consumers that opt into TV monitoring, they can

A

track how consumers move through the sales funnel, from Googling for additional information to an actual sales

23
Q

Gamification

A

The act of adding any kind of gameplay mechanics (e.g., competition) to a non-game scenario to influence people’s behavior

24
Q

Gamification in digital marketing

A

Leveraging known behavioral tendencies such as competing and rewards

25
Q

Gamification Components

A
  1. Game mechanics: • Points
    • Levels
    • Challenges
    • Leader Board
2. Game dynamics
• Rewards
• Achievement • Competing
• Status
• Altruism
26
Q

Video watching is dominant in some age groups–close to 100%

A

18-24-year-olds

27
Q

Approx. __ people view videos in US

A

230M

28
Q

Digital video advertising revenue worldwide at approx.

A

$46 Billion dollars, 66% mobile

29
Q

Top verticals are

A

Fast-moving Consumer Goods (FMCG) & Entertainment

30
Q

__ of businesses use video as a marketing tool

A

81%

31
Q

YouTube has over a __ users each day, watching a __ hours of video

A

billion, billion

Due to Reach-Proxy for TV ads

32
Q

YouTube reaches more __ group than any cable network in the US

A

18-34 year

33
Q

More than half of YouTube views come from

A

mobile devices

34
Q

Local YT versions in more than

A

90 countries –76 different languages (covering 95% of the Internet population).

35
Q

Best Practices in Video

A
  1. Familiarize yourself with platform dynamics, what’s popular for your target audience/product; Identify what category best fits your product/service
  2. Study popular channels-what to look for
    - –Search results ranking for that topic
    - –# of subs, ratio of subs to views
    - –avg length of videos
    - –Community engagement & amplification: sharing virality
  3. Identify Opinion leaders for your category on say YT: How? What are the traits to look for? 90/9/1 rule
  4. Brand Channel vs. Regular Channel: create a channel
    —Branded-no ads or competing videos in sidebar
    —Even if you don’t get branded channel you can in
    settings stop ads from showing in you ads
    —Must request and qualify
    —Enable comments but do monitor
    —In video itself, don’t forget to add call to action –
    encourage subscribes and url to send them to your
    website
36
Q

In addition to tags, playlists, adding url in short description, using keywords in titles consider

A

a) Use the card functionality to add a call to action

b) Enabling captions

37
Q

Elements of a Viral Video

A

Must be Unique

Understand what would motivate people to share :
• Fun: Old Spice
• Unbelievable: Blendtec (blend an Ipad)
• Emotional: Pantene
• News/Information: Latest iPhone

Cross-promote on other social media platforms (Twitter, Facebook, Instagram, Pinterest, etc.)

Monitor how its trending: optimize title, keywords, thumbnail, provocative title

38
Q

Blendtec

A

Since the Blendtec YouTube channel was created in 2006, their collection of videos have had over 200 million views

Sales of the product that Tom uses in the videos has increased over 1,000%, due primarily to the “Will It Blend”? video series

Tom destroys in the blender user suggested products like the latest iPhone

39
Q

YouTube advertising/promotional options

A

Free, YouTube Advertising, Google AdWords

40
Q

YouTube advertising/promotional options:

Free

A

User generated content (i.e. Blendtec)

a) Informational
b) Contest
c) Buy links

41
Q

YouTube advertising/promotional options:

YouTube Advertising

A

In Video, click to buy, in-stream ads

or promoted $35,000 minimum spend: inline or streaming- see the slide on advertising options

42
Q

YouTube advertising/promotional options:

Google AdWords

A

Any AdWords ad format - image, video, text - can appear in, on, or around video content on YouTube pages. (Except AdWords InVideo ads. Be it automatic or managed placement thru Display Network

43
Q

YouTube launched a paid subscription for 50 of its channels, will start as low as

A

$1.99 per month

44
Q

TrueView

A

pay when a viewer watches for at least 30 seconds or to the end of the video (whichever is shorter) or clicks on a card or other elements of your in-stream creative

Customers given the option to skip an ad after 5 seconds

45
Q

Discovery

A

can appear in search results, watch page or homepage for desktop, mobile and YT mobile app homepage. The ad unit consists of an image thumbnail and up to three lines of text.

46
Q

In-Stream

A

inserted into someone else’s video-usually start or middle of a video

47
Q

YouTube vs Vimeo

A

• Vimeo has 715M views per month vs 1.3 B for YT.
• Both have SEO benefits-but YT more weighed
• YT has a 15 minute limit per video for most accounts,
Vimeo has no limit
• Vimeo appeals to the artistic community
• YT is free Vimeo has pricing plans

48
Q

Hulu

A

• Over the Top (OTT): i.e. NetFlix; cable provider bypassed
Hulu Plus: allows viewing in internet-connected PC’s

• Premiumprograms=moreconsumerengagement •
Innovativeadoptionsandtargeting

49
Q

Key Video Metrics & Platform specific definitions

A
  1. ViewCount–#oftimesvideowatched
  2. Play-rate-the#ofplaysdividedbythe total # of impressions
  3. Completion rate-%whosawtheentire video
  4. EngagementorDropoffpointwithin the video (usually quartiles- e.g., 25%)
  5. Subscription rate
  6. Socialsharingrate
  7. Comments-engagement
  8. Action/Conversions-e.g.,CTRto website

Interactive and Digital Marketing (16 decks)

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